CLIENT
American Express Company
John Hayes, CMO
Jud Linville, President & CEO, Consumer Services Group
Belinda Lang, VP, CCSG Mktg. Strategy
Nancy Smith, Sr. VP, Global Media Partnership
AGENCY
Lincoln Bjorkman, Exec. VP-Exec. Creative Dir.
Matt D'Ercole, Sr. VP-Creative Dir.
Billy Seabrook, VP-Creative Dir.
Atit Shah, VP-Assoc. Creative Dir.
Jordan Bitterman, VP-Media Dir.
Rich LaFauci, Sr. VP-Creative Dir.
Ogilvy & Mather
Endeavor
Mindshare
SUMMARY
The Members Project set out to shift brand perceptions, create new relevance with today's consumers, and tangibly demonstrate the power of Membership, that special quality that differentiates American Express from all other card products. This initiative empowered Cardmembers to make a positive impact in the world with up to $5 million in American Express funding. The results showed a significant lift in brand favorability, as well as Amex's Net Promoter scores, and differentiated Amex by facilitating a dynamic community of passionate Cardmembers.
